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Smart ForTwo: Marketing Strategy

Final Presentation Marketing 2800 Section 5

Ryan Schultz

on 8 March 2011

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Transcript of Smart ForTwo: Marketing Strategy

Kayla Digby Emily Marcus Kali Phillips
Ryan Schultz Stacy Seagraves Jonah Sloven Our Purpose Controlling Ideas Market Research
Marketing Objectives
Segmentation & Target Markets
Marketing Mix
Promotional Plan Heightened demand for fuel efficiency

Purchase new cars less frequently

Decline in amount of miles put on a car annually

(franchise direct, 2011) Industry Trends Competition Social: Capitalizing on the growing green trend
(Mueller, 2010)

Economic: The economic downturn and rise in the cost of oil spark a need for affordability and fuel efficiency
(US Energy, 2011)

Regulatory: Continuing the environmental movement. By 2016, new vehicles sold in the US will be required to average 34.1 miles per gallon. Corporate Average Fuel Economy
(Abuelsamid, 2010) The Environment Market Research ` Size: Toyota Yaris (150.6”) compares closest to Smart ForTwo (106.1”)

Fuel Efficiency: Hybrid Toyota Prius (8-18 more miles per gallon than ForTwo) Target Markets
Segmentation Need for to drive to and from work everyday
Easy to maneuver
Affordabilty Target Market: Segmentation: Demographic
Individuals between 36-45 years old

Busy lifestyle

Major cities and coastal regions Urban Commuters Environmentalists Target Market Desire for an eco-friendly car
Eco-friendly technology vs price P Segmentation Demographic
Young adults (18-25)

Environmentalist lifestyle

Major cities and coastal regions The Marketing Mix Product, Price, Placement Promotional Plan In Summary: Thank you! Questions? This marketing plan willl be successful for the Smart Car Company. Product Types of Smart Cars:
Pure Coupe
New models: 5-seaters and electric cars

Safety and New Features Range from $11,990 to $16,990
Appeals to both Urban commuters and environmentalists

Different Products and Amenities provide options
Competitive pricing→ below fuel efficient competitors Price Place “Smart Centers”

Expand Distribution

Altering the Smart Car's image in America will also help it succeed

In the past year, Smart car sales dropped about sixty percent, and the sales for U.S. cars and trucks rose about eleven percent
(Smart Cars to be Sold at Mercedes Dealers, 2011). For Both Markets: Fuel Efficiency Environmentalists Direct Marketing
Social and Mobile Media

Re-enforce positioning
Affordable Green Technology Urban Commuters Advertising
Radio and Billboards

Re-enforcing Value
Price Savings Early Stages of Product Life Cycle
Focus on raising awareness of competetive advantage Sales Promotion Promotional Mix Inform Consumers about Benefits
Persuade them to try it
Remind them of Benefits Integrated Marketing Communication Delivering a consistent message

Strengthening Smart's position as the leader in mid-size gas powered vehicles Environmental Movement Design Market Critical Issue:
Environmental movement (O) + high fuel efficiency (S) = Leverage point.

Marketing Objective:
By the 2012-2013 model year, increase unit sales 20%
Integrating original vision of maneuverabilityto its current fit in the sustainable movement. Critical Issue:
Distinctive shape and design (S) + increasing brand awareness to drive brand equity (O) = leverage point.

Marketing Objective:
By the end of 2012, increase awareness of innovative technological features by 20%
Integrated marketing communication. Critical Issue:
Value of maneuverability and small size (S) + repositioning Smart ForTwo in American markets (O) = leverage point.

Marketing Objective:
By the end of 2012, increase market share amongst the sub-compact market by 5%
dTarget marketing specifically to uburban commuters. Given the Smart ForTwo’s many strengths and position on the product life cycle,
Smart can, and will, successfully increase awareness, sales, and market share
through integrated, intentional, and focused marketing communications and promotion. Marketing Objectives
Full transcript